You'll see a grid of menu options. Your task is to find and click the highlighted target as quickly as possible. As levels progress, more options will appear, demonstrating how choice overload affects decision speed.
This demonstrates Hick's Law: The time to make a decision increases logarithmically with the number of choices.
Formulated by William Edmund Hick and Ray Hyman, 1952
Hick's Law states that the time it takes someone to make a decision grows logarithmically with the number and complexity of the choices in front of them. Double the options and decision time doesn't double, it creeps up, but it still creeps up.
It is named after psychologists William Edmund Hick and Ray Hyman, who measured reaction times against the number of stimuli in a series of experiments published in 1952.
In product design, this is why a search bar with a single input usually beats a forty-item navigation menu, and why breaking a long form into fewer, well-organized steps reduces drop-off.